Pioneering Skincare brand UpCircle launches First TV Campaign through Sky’s Footprint Fund!

Sky Media, the advertising arm of Sky, has announced that UpCircle, the pioneering UK-based sustainable skincare brand, is to launch its first-ever TV campaign. This milestone follows UpCircle winning £250,000 of media as part of the 2023 Sky Zero Footprint Fund, a £2 million initiative amplifying brands that are making a positive impact on the planet.

The win has provided UpCircle an incredible opportunity to showcase its innovative approach to beauty, which centres on repurposing by-products from other industries, such as coffee grounds and fruit stones, into high-quality skincare products. This approach not only reduces waste but also challenges the conventional beauty industry to rethink its practices.

Sarah Jones, Director of Planning at Sky Media, added: “The Sky Zero Footprint Fund recognises businesses that are actively working to reduce their carbon footprint and inspire others to do the same. UpCircle Beauty’s commitment to sustainability, circular economy principles, and ethical production was a perfect match for the fund’s mission.”

The creative tells the story of two of UpCircle’s best-sellers, made with their most famous upcycled ingredient, coffee. The unique journey of the product is shown entirely in reverse – starting with application to skin, then the process of it being manufactured, then the coffee being collected and finally the cup of coffee being made. UpCircle is a brand with authenticity at its core, so casting a genuine customer as lead talent cements the brands ethos. The ad also features members of their own team for true authenticity, collecting coffee from a coffee shop where they do collect granules for their products. UpCircle’s creative was crafted and produced in partnership with Toast and follows best practice advice and recommendations from the Advertising Association’s AdGreen programme.

Anna Brightman, Co-Founder at UpCircle, said: “There is no beauty brand doing more than we are, and there are few industries as wasteful as ours. The authenticity and sincerity of this campaign is true to our brand, one thing Sky were big fans of. We wanted to immediately engage with our audience, how do we do that? By using one of our very own customers as our lead talent! We’ve been patiently waiting for the right time to air our ad and at long last that time has come. We are so excited to share it with the world and to see it on screens during peak season. We are very grateful that Sky has recognised us as a changemaker and offered us this opportunity to have an immense positive impact. This means so much to every one of us at UpCircle.”
The campaign will air across Sky Media channels from the 15th of September, using Sky’s data to target relevant audiences, channels and content to optimise web visits, sign-up and purchases.

Think your organisation could be a winner in the Footprint Fund 2024? Click here to register your interest in hearing more about Footprint Fund 2024 ahead of the launch.

Sky launches the ‘Sky Zero Footprint Fund’ – a £2m campaign to inspire change and help fast-track sustainable initiatives

The Fund will help accelerate and amplify positive environmental messages and behavioural change through the power of TV

Five winners will be selected, with the most impactful and creative idea securing £1 million in advertising support

With the climate crisis impacting our planet, it’s critical that individuals, businesses and organisations play their part to reduce their carbon emissions. Over the last 15 years, Sky has ‘believed in better’ by committing to reducing its impact on the environment and is now using its experience to inspire others to do the same with the launch of the ‘Sky Zero Footprint Fund’.

Established by Sky as part of its Sky Zero campaign to be net zero carbon by 2030, the new £2 million initiative will support brands that are committed to driving positive behavioural change and tangible impact towards a more sustainable future. Open to media agencies, creative agencies and brands, the fund will support businesses to accelerate and amplify their initiatives to change the world for the better through the power of TV and advertising.

The winning ideas will be selected by a panel of credible and knowledgeable judges with strong views on advertising, creativity, and sustainability. The judging panel will evaluate entries based on their commitment to a carbon zero future – whether this means showcasing how their business operates in a sustainable way; how their products are built to help reduce their carbon footprint, or how they are inspiring and normalising positive behavioural change amongst their customers to protect the environment.

Judges include advertising legend Sir John Hegarty, Su-Mei Thompson, CEO of the Media Trust, Juliet Davenport, CEO of Good Energy, Lindsey Clay, CEO Thinkbox, Stephen Woodford, Chair of the Advertising Association, Jo Coombes, Founder of AdGreen, Gideon Spanier, UK Editor in chief of Campaign and Karen Blackett OBE Country Manager at WPP & GroupM UK CEO.

The panel also includes senior Sky representation from Debbie Klein, Sky’s Group Chief Marketing, Corporate Affairs and People Officer, Fiona Ball, Group Director of Bigger Picture and new Sky Media Managing Director, Tim Pearson.

Debbie Klein, Group Chief Marketing, Corporate Affairs and People Officer at Sky, said, “We want to use our knowledge and passion to help others make a difference. The Sky Zero Footprint Fund builds on our track record and commitment to reducing our impact on the environment. At Sky we have pledged to be net zero carbon by 2030, but we understand that we’re all in this together and as a media industry, we have a duty to use our voice to drive tangible change. We’re delighted to announce this new initiative to realise the combined benefits for our planet when we work together.”

Tim Pearson, Managing Director of Sky Media, commented, “Using the power of TV we truly believe we can help transform attitudes and inspire real change. The Sky Zero Footprint Fund is designed to support businesses that want to foster positive change and protect our environment. We believe there is no better way to demonstrate this than through the scale, reach and storytelling capability of TV/Video advertising.”

Applications will be open from the 6th April until the 14th May. From all entries, 10 brands will move forward to a live/virtual pitch with the judges. From this process, the five most creative and impactful ideas will go-on to share the £2 million pot of media value. Each business is guaranteed at least £250,000 with the best and strongest execution securing £1 million for its campaign. The 5 winners will be announced in June with £1m winner judged and selected in October. All winning ads must be produced in line with the Advertising Association’s AdGreen standards and brands will be supported through the process.

To get all the details and find out how to apply for the Sky Zero Footprint Fund, visit skymedia.co.uk/skyzerofootprintfund.